An analysis of a special Nielsen Media Research
study indicates that viewing in out-of-home locations amounts to an average of 4% more adult viewers of ABC, CBS, NBC and Fox than are currently reported in Nielsen's ratings estimates. The study, done for ABC, found that 32% of the viewing is done in the workplace, 26% in colleges or at second homes, 21% in hotels or motels, 9% in restaurants or bars and 13% in "other" locations, including airports and hospitals. Each week, more than 23 million U.S. adults 18 or older watch an average of 5 1/2 hours of TV in out-of-home locations, according to the diary-based survey. The findings are being published in a special Nielsen pocketpiece being mailed Tuesday to all of Nielsen's national clients.
Copyright July 1995 Crain Communications Inc.